We’ve covered “open mouth” packaging in the past, but I just learned yesterday that Werner Design Werks had created an entire product line of kids food for Target, based on this food packaging idea: putting your product where your [consumer’s] mouth is.
The “Feed Me” brand was apparently designed, sometime before 2008. The only reason I can think of why we hadn’t discovered it sooner, is that the brand was never actually launched.
Target was considering creating its own brand of kids’ foods. We worked with the company to develop a name for the brand as well as concepts for the packaging system. There were two concept directions for the packaging that we felt best fit the strategy and goals for the brand. Both directions were bright, fun and kid-friendly, and also highlighted nutrition information for parents. Ultimately, Target decided not to go forward with the project for several reasons, including the inability to create food that was tastier and healthier at a lower price than competing brands.
For Sale: 200 Innovative Packaging Designs, 2008
By John Foster
Had Target gone ahead with this product line, it might have been the first time that a major brand “logo lock-up” included a uvula.
In earlier posts on this type of packaging we’ve noted that most of the open mouths that you find on packaging belong to animals or monsters. Packages on which people are shown chewing with their mouths are more rare.
Deliberately reminiscent of earlier kids packaging, [like the Post Alpha-Bits cereal box from from The Imaginary World’s collection shown on the right], the “Feed Me” brand packaging seems targeted to appeal just as much to nostalgic parents as to their fun-loving offspring.
A couple more examples of Werner Design Werks’ “Feed Me” brand packaging design, after the fold…